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Urban Affairs Review, Vol. 42, No. 6, 823-850 (2007)
DOI: 10.1177/1078087407300222

(Re)Branding the Big Easy

Tourism Rebuilding in Post-Katrina New Orleans

Kevin Fox Gotham

Tulane University

This article draws on primary and secondary data to provide insight into the processes and conflicts over efforts to brand New Orleans as an entertainment destination from the 1990s to the present. The author identifies the key actors and organized interests involved in branding New Orleans, the rationale and logic of branding, and marketing strategies used to enhance place distinctiveness. The second half of the article describes the impact of Hurricane Katrina on New Orleans's tourism sector and examines efforts to rebrand the city. The article points to the problems, contradictions, and unpredictabilities of urban branding. This analysis provides an important opportunity for theoretical development and offers a unique perspective for understanding urban branding as a contested and conflictual process of homogenization and diversification.

Key Words: tourism • branding • New Orleans.


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